Transcript 3 - Global Marketing

1
Contents
About us
3
Brand positioning – “Regal Point”
4
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More about “Regal Point”
4
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Consumer research “Regal Point”
6
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Research on “the rate of positioning” at the points of sale
11
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Examples from previous campaigns
13
“Promo Research” – research at the point of sale during promotional campaigns
15
 Examples from previous campaigns
16
„Global Marketing“ Ltd.
Founded in 2009 Global Marketing Ltd. offers national coverage, operating in 35 cities on the
territory of Bulgaria, engaging in all national and some regional retail chains.
The company is orientated towards marketing at the point of sale and more specifically with
consumer behavior research and brand positioning in certain product categories. Furthermore
the company carries out merchandising and promotional activities within the included
geographical locations and retail chains.
In the field of Ad hoc research Global Marketing partners with “Progres Consult” - sociological
and marketing company with traditions in the Bulgarian market.
„Regal Point“ What is “Regal Point” ?
A market observation methodology that studies and evaluates a brand positioning in
comparison to its competitors’ positioning in modern trade locations.
What opportunities does the research present?
1)
Effective allocation and management of budgets for retail chains;
2)
Effective utilization of marketing budgets in each retail chain;
3)
Evaluation of the shelf positioning, in conformity with;
a) the product category;
b) the store layout and design;
„Regal Point“ 4)
Developing brand positioning standards for that product category and for each retail chain;
5)
Brand and product availability;
6)
Optimum point of positioning in conformity with the store layout and flow;
7) Planning and management of the merchandising processes in each retail chain and
population region;
„Regal Point“ How is the “Regal Point” research structured?
The marketing research has two basic stages:
Stage 1: Consumer research – research on the consumer buying behavior in the particular
product category;
A series of consumer marketing research is conducted in the Modern trade store
locations among consumers purchasing products in the specified product category;
These research will indicate the factors influencing consumer buying behavior.
„Regal Point“ Consumer Research Scope;
Target audience: Consumers in
different age groups, men and
women
Retail Chains coverage: Kaufland,
Carrefour, Billa, Piccadilly,
Fantastiko
Cities: Sofia, Plovdiv, Varna,
Bourgas, St.Zagora, Rousse,
Pleven, V.Tarnovo
Number of respondents: 1000 +
„Regal Point“ Basic aspects of the research:
1)
Consumer behavior trends and dynamics;
2)
Decision making process;
3)
Influence of the in-store environment on consumer decision making;
4)
Analysis of the basic merchandising rules from consumer perspective;
Those research indicators are tailored based on the particular product category.
„Regal Point“ Consumer Research – basic research indicators;
1)
Consumer behavior in the particular product category;
2)
Planned and impulse buying in the particular product category;
3)
Perceptions towards the brands positioned on the shelf;
4)
Reasons for choosing a particular brand;
5)
Information gathering procedures about the product category and brands offered in the
particular retail chain;
6)
Consumer behavior at the point of sale;
7)
Influence of demographic factors in the consumer decision making process;
8) Anthropometric consumer characteristics influencing the buying process;
„Regal Point“ Consumer Research – examples of consumer behavior traits observed in previous campaigns;
22,3%
• Of consumers plan their purchases in advance
64%
55%
68%
40%
27%
29,8%
23,9%
• Of consumers buy more than previously planned
22%
74,1%
• Choose their brands in the store
• Comparing brands and products in the store
• Of men buy the same brand repeatedly
• Of women buy the same brand repeatedly
• Of consumers pass by each aisle in the store
• Of consumers buy the first brand they see
• Of consumers never chose a brand positioned on the top of the shelf
• Of consumers take into consideration the amount of their consumer
basket
„Regal Point“ Stage 2 - Research on the brands’ “rate of positioning” and its competitors;
 “Rate of positioning”
1. Brand positioning according to the sections with stimulated flow;
2. Brand positioning according to the store layout and basic flow;
3. Positioning of the product category, correlated to:
a) Each retail chain;
b) Retail chain branches;
c) Competitor brands in the particular product category;
„Regal Point“  “Shelf characteristics”
1. Percentage share of the shelf;
2. Appearance, visibility and brand domination in the product category;
3. Positioning in relation to the competitive comparability with other brands in the
category;
4. Positioning according to the anthropometric consumer characteristics;
Demo Gallery
Coefficient of positioning compared to the theoretical
maximum
Kamenitsa
Zagorka
Shumensko
Ariana
Coefficient of positioning in different retail chains
Billa
Kaufland
Fantastico Carrefour
Piccadilly
Demo Gallery
Zagorka – coefficient of positioning in different cities
Zarogka – coefficient of positioning according to retail
chains and positioning in the “Beer” product category
Average for the brand
Sofia Varna Plovdiv Burgas St.Zagora Ruse
Pleven V.Tarnovo
Billa
Kaufland Fantastico Carrefour Piccadilly
•
•
Product category positioning in retail chains
Coefficient of Zagorka in retail chains
Promo Research
Consumer Research during a promotional campaign, consistent with the organisation and
format of the event;
Basic Researched Indicators:
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Purchase frequency in the particular product category;
Preferences towards particular brand;
Preferred price range in the particular product category;
Competitive advantage of a particular brand in the product category;
Demographic characteristics of consumers in the product category;
Ability to customize the research based on the client's’ individual needs;
Demo Gallery - Promo Research
Which brand of creamer do you use in the
kitchen?
Doesn’t
matter 17%
Vian Hopla
6%
1%
Cremio
2%
Danone
1% President
6%
Megglie
10%
My Day
39%
Halta
18%
Demo Gallery - Promo Research
Other
reasons 6%
I am
familiar
with the
brand
24%
Why you prefer buyin this trade
mark?
0%
Price
25%
Quality
28%
Value for
money 17%
How often do you use those
products?
On special
occasions
17%
Once every
three
months
16%
Other1%
0%
Once a
week
26%
Once a
month
40%
18